The scales of online consumption have tipped from desktop to mobile, and while that switch may have seemed subtle, the implications can’t be understated. As consumers crossed that threshold, marketers and Web developers faced a ground-shaking new frontier: If mobile gets most of the traffic, shouldn’t mobile be the top priority?

Responsive design and other innovations have allowed brands to serve both sides of this divide. But most brands’ mobile content strategy hasn’t yet undergone the transformation needed to optimally serve consumers. Shortening content is a lazy solution that doesn’t respond to the needs of mobile consumers, nor does it take advantage of mobile device features and the potential of mobile technology.

New trends are emerging, and they’re helping guide mobile content in more dynamic, platform-specific directions. That’s helping distinguish mobile content as a marketing asset separate from content delivered over desktop. And, as brands pay more attention to how content

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